You know that decades are a recent invention? Decades are hardly a century old. Not the concept of having ten years of course, but the concept of the decade as a sort of major cultural unit, like when I say “the 90s” and you think of flannel shirts and grunge music and great R&B music, or when I say “the 80s” and you think of people with big hair using floppy disks. You need a lot of change for a decade to be a meaningful demarcation. Back in the 1600s they didn’t really talk about centuries as much either. It was all about the life of the king, the reign (of King James and so forth), or the era.

And then they invent clocks and clocks get cheaper and cheaper. Clocks are an amazing experience, right? Two hands, and a bell. This sense of relentless forward motion and they go in only one direction. Imagine doing user testing on clocks.

Clock? That’s the single stupidest thing I’ve ever heard.

You say, “You’re a farmer—tell me about a normal day.”

And the farmer says, “Normally I wake up then depending on the month I might plant or reap the harvest.”

And you say, “How do you know what to plant?”

And the farmer says, “I’ve got this poem that we’ve been using for generations, so like, in June I mow my corn, in August I harvest my wheat with a sickle, stuff like that.”

I’d like to talk about a new approach to time. What if I could divide every single day into 24 big parts called hours, and each of those into 60 little parts called minutes? So now instead of having just a whole day, you have 1,440 little pieces of time and you can arrange them and do whatever you want.

And you’re trying to build understanding, you say, “That poem sounds really useful. But I’d like to talk about a new approach to time. What if I could divide every single day into 24 big parts called hours, and each of those into 60 little parts called minutes? So now instead of having just a whole day, you have 1,440 little pieces of time and you can arrange them and do whatever you want. What is your reaction to that?”

And I think the farmer would probably be polite but I’m guessing he’d be thinking, “Clock? That’s the single stupidest thing I’ve ever heard.”